Hulk Hogan is bringing America together, one beer at a time

A can of Real American Beer, featuring Hulk Hogan and a flag.

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Real American Beer. Is it really about bringing people together?

There is no shortage of celebrities getting involved in the beverage alcohol industry these days. Dozens of famous names are now attached to liquor brands, but few are connected to beer brands. Sammy Hagar introduced Red Rocker Lager not too long ago, Troy Aikman is hawking a “health-conscious” beer he calls Eight, and now Hulk Hogan is launching “the beer America has been waiting for.” He calls it Real American Beer. No, seriously, that’s the name.

Terry Bollea, better known as professional wrestling legend Hulk Hogan, introduces Real American Beer on June 13, 2024. The official launch happens in Florida with plans to roll the beer out across 13 other states over the next two months. Real American Beer will eventually be distributed across 17 states, with retail partners like ABC Fine Wine & Spirits, Albertsons, Safeway, Sam’s Club, Total Wine & More, and Walmart. In addition to retail stores in the U.S., Real American Beer will be available in bars and restaurants in the launch markets, including Hard Rock Hotels and Casinos, select Hooters of America locations nationwide, and on U.S. Military Bases.

Hulk Hogan with a can of Real American Beer.

“Real American Beer is bringing America together, one beer at a time,” said Hulk Hogan. “We’ve formed an all-star team to make it happen, and I’m excited to introduce Real American Beer to fans and beer lovers everywhere.”

“It doesn’t matter if you’re Republican, a Democrat. It doesn’t matter what sex you are, doesn’t matter what race you are, where you’re from, what you believe in — I’ve got a beer that’s going to bring America back together, one beer at a time,” Hogan told Fox News Digital.

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That sounds good, but…

Real American Beer emerged during a contentious election year, where strong divisions exist among people. Its branding heavily incorporates familiar, albeit exploited, symbols of patriotism. This use of flag imagery is often seen as a marketing tactic nowadays. Such iconography appeals to certain consumers who wish to express their allegiance to a particular sociopolitical view. For instance, adding a flag to clothing items like boxer shorts or bikini bottoms can attract this demographic. However, others view such use of the flag as disrespectful to the nation’s values and history. While some believe the flag solely represents them, others see it as a symbol of our collective heritage, shared principles, and the strength found in diversity.

The point is that wrapping your new beer brand in a flag guarantees a certain amount of sales to a specific type of consumer, regardless of what’s in the can. At the same time, this kind of flag-washing draws skepticism and alienates other consumers. Does that “bring America back together?”

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Knock me down with a feather. The press release introducing the beer noted that “An extensive lineup of Real American Beer merchandise and apparel is also now available for purchase globally from its online store.” You can get the apparel in places where you cannot get the beer.

The beer and who’s behind it

Real American Beer is described as “a premium American-style light lager meticulously brewed with 100 percent North American ingredients. At 4.2% ABV, it offers an easy-drinking experience, light in body, and a crisp, clean finish. The malt provides a rich golden hue, while the hops ensure a well-balanced taste.”

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The press release made no mention of which beer manufacturer is actually brewing and packaging Real American Beer, but a little bit of research revealed that the beer is contract brewed by Great Central Brewing Company in Chicago, Illinois. According to the company’s website, in addition to making its own beers, Great Central Brewing helps other breweries that have outgrown their capacity. Though this arrangement does not exactly fit that description, for a beer like Real American Beer, which seems largely focused on branding and marketing, this type of contract-brewing arrangement is not unusual.

Alongside Hulk Hogan, Real American Beer is led by “proven leaders from the beverage and Consumer Packaged Goods (CPG) sectors.” Terri Francis joins as CEO following her tenure as a top-level executive at The Not Company (NotCo), a pioneering CPG and AI food technology company. Before NotCo, Terri was a Vice President of the investment and innovation group within Anheuser-Busch InBev (AB InBev), the world’s largest brewer.

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